Regardless of individual stances on particular issues, Wiggins, the Times and many others have used their profile to highlight the issue beyond the traditional cycle audience.

Now huge UK cycle and automotive parts retailer has revealed it is hoping to work with leading Midlands trauma hospital Queen Elizabeth's in Birmingham to launch a national campaign to highlight safety on the roads.

“We offer advice to customers that they should always protect themselves by wearing the right bike safety gear when out and about," commented Paul McClenaghan, Halfords commercial director. "While not wishing to comment on the individual circumstances of this tragic accident Halfords has always been keen to make customers aware of cycling safety issues.

"We would urge all road users, whether pedestrians, cyclists or motorists, to show courtesy and care towards others on UK roads.

“Bradley Wiggins’s comments on the safety of helmets has raised an important issue that needs be addressed and we welcome discussion on proposals that would help make cycling safer.”